By doing this, we increase the information avaliable to the individual when they decide to drink. As many people seem to be interested in a “healthy diet” or “keeping weight down” telling people that a shot of vodka (or Jager) is like eatting a chocolate bar could have a big impact on their consumption decision.

Information, in conjunction with an appropriate externality tax, and combined with liquour sales mechanisms that allow appropriate pre-commitment by individuals, would lead to awesome outcomes. As a result, I am keen for this sort of information to be out there.

When you say externality tax, Matt, I wonder what you’d propose that’s preferable to the current tax. There are huge problems with any linear tax where negative externalities are convex, but it’s well-neigh impossible to improve on it absent microchipping people to keep track of their individual alcohol consumption. I’d argue instead for maintaining the linear tax (not increasing it, not increasing the drinking age, not lowering the alcohol limit for drivers) but combining the current tax with increased penalties for actually being caught doing bad things while drunk. The only real negative externalities from drinking are where folks cause damage to others (persons or property) while drunk where they’d not have done so if sober. So penalize the behaviors!